Interesting article, but it begs the question of if one knows the country's alcohol is expensive, will one not purchase?
The answer is no, one will still purchase, but quantity and quality might be affected. Example, if I like a glass of wine with dinner and wine is an expensive option, I might look at the lower end of the price range and have a glass. If there are lots of high quality wines at reasonable prices, then you might choose an interesting bottle. Basically, everyone has a cost threshold, if that gets you a glass, great, if it gets you a good bottle, better.
In my situation, I like different beers, so cost might mean I sample several vs just having a pint, or I go to the grocery store and collect bottles.